B2B Demand Generation Strategy: The Silent Psychology Trap

What happens when a trained mental health counselor applies therapeutic models to B2B marketing strategy? In this episode of Predictable B2B Success, host Vinay Koshy speaks with Rai Hyde Cornell, CEO and strategic marketing consultant at Cornell Content Marketing, whose unconventional journey from psychology and criminology into marketing has fundamentally changed how they approach demand generation. Discover how Rai harnesses behavioral psychology—borrowed straight from clinical therapy—and weaves it into brand messaging, organic content, and buyer journey mapping for SaaS and B2B companies. Rai shares the secrets behind their “elite method,” reveals why investing in deep buyer psych profiles is a game-changer, and explains how to truly connect with the 95% of your audience that isn’t ready to buy (yet). Additionally, gain practical insights on transitioning from high-pressure sales tactics to long-lasting, trust-building content, uncovering unspoken buyer objections, and striking a balance between empathy and scalable results. If you’re curious about banishing manipulative marketing, want to know exactly how to engineer organic demand, or are eager to learn which tried-and-tested psychological models work best in B2B, this episode is for you. Tune in for a rare blend of brain science and business wisdom—perfect for the marketer who wants to think deeper and act smarter. Some areas we cover in this episode include: Rai’s transition from mental health to marketing and how psychology informs their approach.Applying behavioral psychology models to marketing (e.g., stages of change, cognitive behavioral therapy).Long-term organic demand generation versus short-term tactics, such as ads.The ELITE Method for educating and nurturing buyers through modular, stage-based content.Structuring content to align with the buyer’s journey and decision-making process.Identifying and targeting different decision makers and gatekeepers within B2B accounts.Research methods for buyer insights (interviews, forums, feedback loops).Balancing thorough buyer research with the need for fast marketing results.Choosing meaningful metrics and behavioral indicators at each stage of the funnel.Using AI in content creation—its value as a tool and its limitations compared to human insight.And much, much more...